Hey, my name is Ralph and I'm with Flexfilm. In this video, I'm gonna talk to you guys about how to introduce ceramic into your business.
There's still a lot of window tinters who do not use ceramic window film or they believe they cannot use ceramic window film because I quote, "Ain't nobody got no dang money around here." I talk to a lot of cool people that really believe there's no money in their area, therefore they're not gonna buy ceramic film because it usually costs more money for them and their customers. They believe they're in a market that will not support ceramic window tint, so they're not going to buy it. Instead, they buy something less expensive and they charge lesser prices. What happens is they're bringing in a lot of price shoppers with that model. Once you bring in a lot of price shoppers with that model, it's hard to bring in value shoppers with value-oriented products like ceramic window film.
Now, here's the problem. If you're starting a window tinting business and you only use an entry level product, like dyed tint or carbon tint, with low pricing and you back it up with good work, you're gonna make a lot of people happy. When you make 'em happy, they're gonna go tell their friends and family how wonderful you are and how great of a tinter you are. Naturally, they are going to bring you more business. Your phone's going to ring due to word of mouth. Now, you're going to be stuck in the cycle of doing a lot of price shopper work. You're gonna do tint jobs for probably around or under $200. People in your community are going to realize that you are a great price shopper tint shop. "He's gonna tint your car and do a wonderful job for $200."
Then you try to introduce ceramic window film into your business. You start trying to ask a bunch of price shoppers, will you be interested in ceramic window film? You're not using a heat box, and you tell 'em how much your price is. "Oh, ceramic film is $400." "Well, you've been charging me $200. No, I'm not interested." I'm going to put all this in perspective.
Pretend like you're with me right now and we can go to my hometown of Carrollton, Georgia. I'm going to take you to North Park Street. We're going to be right beside the Chevrolet dealership and across the street we're going to be looking at a pretty big used car lot. One thing I want to point out is people that go to the used car dealership typically have a problem with a job. They don't have a lot of income and maybe they've got less than perfect credit. Now, let's go to the Chevrolet dealership. The clientele typically have a better job situation, better credit, and a better income. There's a lot of transactions occuring on both lots. Let's go over here to the Chevrolet dealership. Let's get us a Corvette and drive it across the street to the used car dealership. Let's put it in the showroom. Let's invite every salesperson at the used car dealership to try to sell that Corvette. Well, here's what's gonna happen and I don't have a crystal ball, but I know how this works. I can come back in two weeks and guess what? That Corvette is still going to be sitting there. I'm going to ask every salesperson there, "Why is the Corvette still sitting here?" And you know what they're gonna tell me? "Ain't nobody got no dang money." And I'm gonna be like, "Are you sure about that? Because that's funny. I've been watching Corvettes fly off the lot across the street. Why can they sell Corvettes across the street? Why do people have money across the street but not right here?" That's where they'll sit there and scratch their head and go, "Well, I don't know. But we've been trying. Everybody's been telling us that they don't have that kind of money." Well, here's the answer to that question.
If you're a window tinter and all you're going to do is buy and use dyed window film and charge entry level prices, you will cater to price shoppers. Then one day you decide to bring in ceramic film. You start asking a bunch of price shoppers (that you've been spending months or years cultivating) to buy something like ceramic and pay double the money, what do you think you're going to say? I can tell you what you're gonna say. "Ain't nobody got no dang money." Maybe you've created this price shopper cycle accidently. You're just trying to get business, but you haven't realized how toxic the price shoppers can be when you bring too many in. If you're a good tinter and you do good work, you're going to make these guys happy. They're going to keep sending more and more price. You're gonna be bombarded with price shoppers and that's the business model that you're going create for yourself.
You can sell ceramic window film, you just have to bring it in early or strategically. You have to understand how it works. You need to understand heat insulation. What value does ceramic bring to the table? It slows down heat. How do we explain that to people? You don't, you show 'em. You use emotion. You don't use explanation to try to sell ceramic window tint. You'll chase people off and they won't understand it. You show 'em with a heat box, you show 'em with their hand. Because when you put their hand in front of something that's designed to slow down heat, you don't have to talk. The customer's hand does all the listening.
It's going to take some time for you to work on getting the value shoppers in and once you start getting them in and you start using this method of sales, they'll start telling their friends. The next thing you know, another ceramic tint job will trickle in and another. Maybe your phone will start ringing different. "Hey, you tinted my friend's car last week. I think you used ceramic. Could you tint my car with ceramic?" "Yes I can. Why don't you come down here and let us show you what it does and let's get you a tint job."
You've gotta change your mindset. If you're going to sit around like most window tinters and say, "Ain't nobody around here got no dang money" or you're going to wait for somebody to ask you, "Do you have ceramic?", you're going to struggle. Ceramic window film is going to help you work smarter, bring in more value shoppers, and best of all win.
That's what we at Flexfilm are ready to help you do. We're here to help you win and that's what we've been doing for over 10 years. On any sales floor, when you have Panaflex or Nanoflex, I guarantee you, we're gonna show you how to win.